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By Brian Pasch
Danny Sullivan addressed the 2013 DrivingSales Executive Summit today, and the crowd was glued to his insights into Google search and the latest digital strategies for car dealers. There were many points that resonated with the audience, just check the Twitter feed for #DSES2013. Of course, the Hummingbird update was discussed.
To download a copy of Danny's presentation, using this link: http://selnd.com/1fAsZ6Y
One point that I wanted to share with the DrivingSales community that could not attend was that there is no longer a standardized Google Search Engine Results Page (SERP). Every search that Google presents is customized based on relationships it establishes directly or indirectly about the consumer conducting the search.
This creates an interesting dilemna for SEO and Digital Marketing vendors, because what their dealer clients "see" locally can be very different from what the vendor sees from their corporate offices.
This observation is very important when you consider the factors that impact personalization and how much social media engagement will define future search Google results. Dealers who have avoided investments in Google+, Facebook, Twitter, and customized website content need to wake up and smell the coffee.
The semantic web will require dealership websites to evolve, and dealers who educate themselves on this change will be first to market with better search results. Websites must adapt to include machine-readable metadata about pages and how they are related to each other, enabling automated agents to access the Web more intelligently and perform tasks on behalf of users.
What is the takeway? Google will adapt search results to meet the specific known and implied needs of the consumer. Dealers who realize that Google is using social signals, Google+ Local, and other digital sources to serve up relevant content will diversify their marketing investments.
If a Dealer Principal or General Manager is not personally using Facebook or Google+ that is their choice. However, they cannot allow their personal choices to impact their marketing investments for the dealership.
Brian Pasch, CEO